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Then last nail in coffin with Pepsi generation. Coca-cola was 100 years old brand people use to recognize them with coke brand older people were keener to drink coke. A younger person always has a tendency to rebel against old way doing things and living. Pepsi turned on heat with Pepsi generation. In 1964, idea found wings with a classic, “Come alive, you are in Pepsi generation.”
Pepsi new strategy was to position not itself but competition, “out of step, out of touch, and out of date.”
Along with that this approach target youth whose natural tendency was rivalry with old generation. Pepsi also use music, which was traditional weapon of teenager to show their rebellion approach. Younger generation started to attach themselves with Michael Jackson and Lionel Ritchie. Result was a reduced coke leadership from 2.5 to 1 to 1.25 to 1 and eventually under able leadership of John Shcoulley Pepsi toppled coke from its leadership.
Think again what was coke strength…….actually?
This research work for this report is done by Mr. Arvind Kumar, founder, www.Nuttymarketer.com You may reach him at firstname.lastname@example.org .
Arvind Kumar is an Electrical Engineer from a premier Institute, Indian Institute of Technology, Delhi, India. He has 3 years experince in marketing business consulting services and marketing services. He is founder and CEO of www.nuttymarketer.com